ENDS



SOUTH AFRICAN TOURISM FACT SHEET

CORPORATE FACTS

|LEADERSHIP |

| |

|South African Tourism is the national tourism agency responsible for marketing South Africa as a tourism destination internationally and |

|domestically |

|South African Tourism is governed by a Board of 12 members led by the Minister of Tourism, Honourable Mr Derek Hanekom. |

|Mr Zweli Mntambo is the Chairperson of the South African Tourism Board |

|Mr Thulani Nzima is the Chief Executive Officer of South African Tourism. |

|STRATEGY |

| |

|South African Tourism aims to make tourism the leading economic sector in South Africa, and to promote sustainable economic and social |

|empowerment of all South Africans. At the same time South Africa is marketed as an integral part of Africa. |

|To accomplish these goals, South African Tourism commits to the government’s objectives of increased GDP growth, sustainable job creation and |

|redistribution and transformation through: |

|Increasing tourist volume; |

|Increasing the geographic spread, length of stay and tourist spend of all visitors; |

|Improving seasonality arrivals patterns; and |

|Working to transform the industry so that historically disadvantaged South Africans may benefit from the sector |

| |

|South African Tourism promotes South Africa generically in terms of its unique selling points as an all-season, year-round preferred tourist |

|destination |

|South African Tourism’s marketing initiatives are guided by the Tourism Growth Strategy, adopted by the South African Cabinet in 2011. |

|South African Tourism’s has the following key markets: |

|International Markets including Europe, UK, Americas, Asia and Australasia |

|Africa & the Middle East |

|Domestic & SADC |

| |

|The International Marketing is headed up by General Manager: International while the Africa portfolio is led by Regional Director: Africa. The|

|Domestic Portfolio is headed by Country Manager: SADC and Domestic. They are all tasked with developing and implementing marketing strategies |

|for the various markets. This optimises efficiency of strategic marketing activities in the specific market segments. |

|The overall marketing strategy promotes South Africa's scenic beauty, diverse wildlife, eco-tourism and variety of cultures and heritage |

|The organisation aims to engender a travel and tourism culture amongst South Africans through the Domestic Marketing strategy |

|South African Tourism invests in ongoing segmentation research into key spend and volume markets abroad that highlight international growth |

|areas where South African Tourism's marketing efforts will reap the greatest returns |

|South African Tourism participates in major travel shows, co-ordinates advertising, Public Relations and online (including social media) |

|campaigns, and holds educational sessions, with the international partners of South Africa's travel industry |

|The organisation is active in promoting South Africa as a destination for Business Events through the South African National Convention |

|Bureau (SANCB) |

|Logo and Corporate Identity |

| |

|South African Tourism’s logo and corporate identity were redeveloped in 2009 in collaboration with the International Marketing Council now |

|known as Brand South Africa. |

|The logo uses the colours of the internationally recognised South African flag to leverage awareness of South African Tourism as the marketer |

|of Tourism to South Africa |

|The logo is an icon of the pride in South Africa that South African Tourism strives to nurture among all South Africans |

| |

|[pic] |

|Location |

| |

|With its head office based in Chislehurston, Sandton (Gauteng), South African Tourism has country offices in: |

|London |

|Frankfurt |

|New York |

|Amsterdam |

|Paris |

|Milan |

|Mumbai |

|Tokyo |

|Beijing |

|Lagos |

|Sydney |

|Sao Paulo, Brazil, |

|Luanda, Angola (opened in April 2015) |

|South African Tourism also works with South Africa’s embassies and consulates all over the world to encourage tourism to South Africa |

ENDS.

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